sep 9 1 Exam Logistics & Media Revenue Streams

Administrative Announcements

Writing Assignment Number Two

• Current Status: Writing Assignment Number One grades are pending and will be posted on Canvas (worth up to $25$ points).

• Availability: Writing Assignment Number Two is now available.

• Purpose: You are required to complete four out of five writing assignments; this is the second and strongly encouraged.

• Due Date: Friday, September $19^{th}$ at midnight (not this Friday, but next Friday).

• Submission Requirements:

  • At least $300$ words.

  • At least two paragraphs.

  • Proper grammar and spelling.

  • Submit via Canvas (no Padlet component).

• Assignment Title: Media Trade Journal News Item Summary.

• Educational Purpose: To expose students to the communication environment/trade journals within media professions and industries.

• Approved Media Trade Journals (choose one):

  • Variety (Hollywood, film, television; oldest on the list).

  • Hollywood Reporter (film, television).

  • Advertising Age (advertising).

  • Billboard (music industry).

  • Media Post (most general).

• Article Selection: Pick a substantive, recent article (May $2025$ or later) from one of the approved journals, related to media. Avoid very short summaries.

  • Access via the publication's website or Penn State's e-journal site (Penn State Library website) to bypass paywalls.

• Content Requirements:

  • Part 1: Summarize the article in your own words (no AI).

  • Part 2: Go beyond the summary. Discuss the relevance, good/bad nature of the topic, whether it's a trend or a one-off, or connections to other observations.

• Citation: Cite the article using APA style. Make direct quotes clear. Include author, title, date, publication, and website.

Exam One

• Notification: An email from the Pollak Testing Center will be sent tomorrow morning around $8$ AM, inviting students to sign up for a time slot.

• Testing Window: Wednesday, September $17^{th}$; Thursday, September $18^{th}$; or Friday, September $19^{th}$.

• Testing Hours: $8$ AM to $11$ PM (must finish by $11$ PM).

• Recommendation: Sign up for a time slot early as they can be taken quickly by other classes.

• Travel: No class on Thursday of next week.

• Location: Pollak Testing Center (on Pollock Road, past the Hub; it's the biggest room on the first floor with clear signage).

• Arrival: Arrive $30$ minutes early with your student ID.

• Materials: You can bring a pencil or pen. Blank paper will be provided by the testing center.

• Format: $65$ minutes, $40$ multiple-choice questions.

• Content: Primarily from lectures, with some questions from assigned readings.

• Grading: Scores are received immediately upon submission (or automatic submission after $65$ minutes). The instructor will review scores and curve if the class average is below $75\%$. Adjusted scores will be posted on Canvas.

• Exam Readings:

  • All listed on Canvas under the Exam One module and on the syllabus. Most are short (less than $1,000$ words).

  • Pearlman & Shepard (discussed today).

  • Firmstone (about editorial journalism, to be discussed Thursday).

  • Two other readings previously discussed.

  • Study Tip: Focus on the study questions provided on Canvas for each reading. Avoid jargon.

• Review Session: More details will be discussed on Thursday, and a dedicated review session will be held on Tuesday of next week for approximately $30$ minutes, following the completion of journalism lecture material.

Principles of Media Industries: Revenue Streams

Introduction to Revenue Streams

• Recap: Previously discussed media frameworks (production, distribution, exhibition) and vertical/horizontal integration.

• Focus: How media industries make money (revenue streams).

1. Advertising (Revenue Stream One)

• Definition: Media content is funded by advertisers.

• Advantages for Consumers:

  • Media is cheaper or free for the consumer.

  • Advertisements themselves can be a source of entertainment or information.

• Disadvantages for Consumers & Content:

  • Interruption: Ads interrupt media content.

  • Shrinking Content: Media content may be shrunk to make room for advertisements.

  • Content Influence: Media content can be affected by advertiser preferences.

    • Media companies want to deliver content that makes advertisers happy, as advertisers are their customers.

    • Advertisers seek specific audiences and mindsets.

    • Historical Example: Some advertisers historically provided lists of topics they would (or would not) advertise on (e.g., sliced ham ads would avoid programs that might gross people out).

      • Unclear if networks changed content or if advertisers simply avoided certain programs. If all advertisers had such lists, it could make non-controversial content easier to produce.

    • Food Network Example:

      • The Food Network is a cable channel primarily about the pleasurable consumption of food, not just food itself.

      • A documentary idea about